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Digital transformation in a regulated industry

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Digital transformation in a regulated industry

  1. 1. Andrew Lancaster Customer Engagement Lead, MSD UK DIGITAL TRANSFORMATION IN A REGULATED INDUSTRY
  2. 2. 2
  3. 3. 3 Regulation is all important in the pharma industry ….but is used as an excuse to thwart evolution…. “The Code sets standards for the promotion of medicines to health professionals and other relevant decision makers in the UK”
  4. 4. 4 Approval is needed for every asset produced ….yes, everything Every campaign takes weeks to approve We become very risk averse, particularly new technologies
  5. 5. 5 Over the last few years we have slowly introduced new channels to improve Customer Engagement BCM Strategy & tactical Campaign Design CFE Consent Customer Engagement Analytics Activity Reporting Webcast & WA HO Email Veeva email Remote Detailing 3rd Parties
  6. 6. Combine data sets to determine ‘Customer Preferences’ Need to understand the optimal channel mix for each customer Begin to adapt campaign to demographics How do we increase Customer Engagements?
  7. 7. 7 This new data was the catalyst for change:
  8. 8. 8 But most importantly the speed of data has allowed us to become….. Agile methodology adopted across teams Campaigns optimised week on week Approval time Halved
  9. 9. 9 Even with these great strides retention of customers online is difficult Approval teams very reluctant to consider social media
  10. 10. 10 Yet again data came to the rescue!! Several conclusions: • MSD need to be part of online conversation • Insights from social media are very valuable • Pharma can engage on social media compliantly
  11. 11. Accelerating our online presence across several channels ….leading to a corporate reputation campaign …. 11 Roving Reporter social amplification using Twitter and LinkedIn
  12. 12. 12 And what does the future hold?
  13. 13. 13 Combining Data Sources So…Digital Transformation in a regulated market is possible, even when if it is slow Introducing New Data Sources Breaking Down Preconceptions Agile Working DIGITAL TRANSFORMATION
  14. 14. Andrew Lancaster Customer Engagement Lead, MSD UK THANK YOU ANY QUESTIONS?

Hinweis der Redaktion

  • Naming conventions and UTM Tagging
    Tactical and Campaign KPIs
  • Even with these great strides retention of customers online is difficult

    Missingh a trick with Social
    List all the concerns
  • Paid, owned, earned approach across year
  • Marketing cloud, integrating
  • So for MSD anyway
    Marketing decisions made using Social listening and CEA insight
    MA live in the UK

    All campaigns rigoursly benchmarked and evaluated

    Effective Salesforce planning using CEA metrics and HCP360

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